LAS VEGAS -- Alimentation Couche-Tard Inc.'s Circle K has renewed its national brand agreement with Xyience, continuing to give its energy drink brand Xenergy access to all 4,200 locations of the convenience store chain in the United States. This marks the second year that Xyience Xenergy has been a national brand with the chain.
Xyience has been a national brand for Circle K in Canada (where it does business as Couche-Tard and Mac's) since 2010.
"Circle K is very excited about continuing a national relationship with Xyience in 2012. Xyience has continually shown commitment to overall category growth as well as taken steps in customer-first initiatives, and we have a great partnership together. Our partnership will continue to grow this year," said Jim King, director of national procurement for Circle K.
Xyience Xenergy beverages offered at Circle K will vary by region, according to preferences of the area. Taste, an extensive flavor collection that currently includes eight varieties and zero sugar content distinguish Xenergy--originally launched in 2006--from similar products.
"Signing a national brand agreement with Circle K in 2011 was a highlight of a successful year that included many national authorizations. The renewal of this agreement and Circle K's continued confidence in our brand reinforces that Xyience Xenergy is a national player in the category," said Rueben Rios, Las Vegas-based Xyience's vice president of U.S. sales.
Xyience Xenergy is the official energy drink of the Ultimate Fighting Championship (UFC) and is one of the fastest growing brands in its category. The first energy drink created by a nutrition company, Xenergy is a sugar- and calorie-free drink that's fortified with vitamins. All-natural flavors provide a consistent supply of energy, without the "crash" inherent in most other energy drink brands, the company said.
Xenergy Premium flavors include Cherry Lime, Mango Guava, Cran Razz and Blu Pomegranate. Xenergy Xtreme flavors include Frostberry Blast, Fruit Punch, Orange Fuel and Cherry Rush.
Laval, Quebec-based Couche-Tard is the leader in the Canadian convenience store industry. In North America. It currently operates a network of 5,904 convenience stores, 4,178 of which include motor fuel dispensing. The stores are operated by 12 business units, including nine in the United States covering 42 states and the District of Columbia, and three in Canada covering all 10 provinces.
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